itch guard pdf

8/17/2019 Itch Guard PDF

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ITCH GUARDPresented Kishori KedAshwini Nit

SagarTeli (A

M Ph+MBA (Phar


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ITCH- consumer understan


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The Existing Market

Products used vary from personal care products to OTC to Rx

General

Talcum Powder

Antiseptic Creams& Lotions

Prickly HeatPowder

Cold Creams

Lotions

OTC Products

B-Tex

Sapat

Soframycin

Mycoderm

Rx Products (in serious itc

Betnov

Zole-

Fluco

Canes

Quadrid

Cand


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“Daad ki khujli

”Ringworm, pimples

and fungal infections

Rx- for serious

itches

•Launched in 1946

•Major ingredient is

Salicylic acid•Key drawbacks – there

is a burning sensationwhen applied & leaves ascar mark

B-Tex

•Launched in 1897

•Major ingredient are

Salicylic acid andClotrimazole

•A non-staining,vanishing and soothingointment

Sapat

•Launched in 1979

•For treating itching and

infections particularlyfor private areas

Quadriderm

The Existing Market


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Paras created the category of ‘SItch’ in India by launching I

Guard

One of the top 10

medicated skincare OTC brands in

India

Connotrelation to

Appeali

Asso


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Product characteristicsComposition: each

100g contains:

• Clotrimazole I.P.1%w/w

• Methyl Paraben I.P.0.1%w/w

• Propyl Paraben I.P.0.1%w/w

• Cream base

SKUs15g tube

25g tube

5g sache

New Packaging


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Indian OTC Marketsize $ 2.4 billion in

2015 with growthrate of 9%

Dermatologicalsegment was 14%

($0.34 B)

Itchguard is MarketLeader in itch sweat

segment with 40% (60cr) ofINR 150 cr market

Market Share

#source – Nicholus Halls DB6 Gobal OTC Database


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Product timeline

Productlaunch

1998

Icy coolformulalaunche

d

2009

Parashandsover

brand toRB

2010


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Changing hands

In 2010, RB buy ParasPharmaceuticals

Limited for INR 32.6billion.

RB’s growth strategy inconsumer health care.

RB wanted a fifoothold in the

market


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Product timeline

Parashandsover

brand to

RB

2010 Launch ofpowder2010Lains2011


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Price

• 15g: Rs. 50

• 25g: Rs. 67• 5g sachets:

Rs. 10

Itch Guard

• 5mg: Rs.49

• 10mg: Rs. 90

Quadriderm

15g: Rs.48

Itchmosol

• lotion 12ml:

Rs. 27• Malam 7g:

Rs. 22

Sapat


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Place Strategy

Effectivepromotion

Pullstrategy

RB hasextensivecoverage

Almost 5Lretailers directly

covered

But efforts onlyfor new

productsLow margins

Not a productof choice of

retailers


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Promotion

TVC Social media Prin


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1998

Launch

Jock itchspecialist


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First campaign

Best creative

awards -

itichguard.com


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1998

Launch

Jock itchspecialist

2001

Socialembarrassment

2002

Increase usage


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Khujli karne ki

“Jagah No. ”

Focus out from the

“jock”


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1998

Launch

Jock itchspecialist

2001

Socialembarrassment

2002

Increase usage

2005

Appeal to


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2006

Focus onintensity

2008Exaggeration


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2006

Focus onintensity

2008Exaggeration

2009

Newcommunication


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2006

Focus onintensity

2008Exaggeration

2009

Newcommunication

2014Clotrimazole

mention

20

Triple


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Social Media Marketing

Customer engagement Community


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=


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Khujli ke Kisse

Personification oused for scrat


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Satirical Recall

P i d h di


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Print and other media

SWOT


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SWOT • Brand awareness

• Brand recall

• Appealing promotion• Good distribution

Strength

• Low retailer margins

• No push for retailers

Weakness

•

Anti-itch is a high growthsegment

• Exploring bottom of the pyramid

• Leverage umbrella marketing

Opportunities

•

Other generic productsoffering higher retailer

margin

• Cheaper products

Threats

ANSOF T h l


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ANSOF

MarketPenetration:

• Sachets

• Itch GuardPowder

• Insect bite gel

ProductDevelopment:

• Createdcategory of‘Sweat itch’ in

India

Technology

L o w

H i g h

Low

High

I n n o v

a t i o n

Market Impac

M k


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Market survey

57 43

34%

14%15%

11%

26%

About the itching problem

I don’t suffer

Do Nothing

Use Itch Guard

Go to the doctor

Use other remedy

34%

25%

25%

8%8%

Apart from Itch

46%

36%

18%

If I would suffer

Candid Powder

Talcum

Ring Guard

48%

26%

9%

4%13%

Other reme

H d I h G


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How do you rate Itch Guar

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Effectiveness Smoothness Cooling effect Availability Price

8 %

1 0 %

8 %

1 0 %

8 %

2 %

0 %

2 %

0 %

4 %

4 5 %

4 3 %

3 9 %

2 7 %

4 5 %

3 5 %

3 5 %

3 9 % 4

1 %

3 3 %

1 0 % 1

2 %

1 2 %

2 2 %

1 0 %

Unsatisfactory

Poor

Average

Good

Very good

P i


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Perception

0%

20%

40%

60%

80%

yes no

Men's only

0%

10%

20%

30%

40%

50%

60%

70%

khujli The green

cactus

Cooling

effect

Ad Jingle

What comes to your mind?

0%

50%

100%

yes no

Jock Itch only

A wound

shape itchy

wound on

neck

usually!!

The

tinealesion

C l i


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Conclusion5 Key steps to OTC Success

1. Consumer Psychology- understand needs

2. Product formulation

3. Creative advertising

4. Deeply penetrated distribution network

5. Efficient field force


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Thank you!!!

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